A few months ago, I began work on a new course for Lynda.com, Foundations of Branding. Okay, I admit, I wanted to call it something more unique such as Foundations of Holistic Spirit and Vision, but Branding was more understandable. I did this course because I've heard too many designers struggling and working with a client on one project, then never again. It takes three times as much time and money to engage a new client than working with an existing one. When we are incorporated into the bigger picture and broader vision of a company, we can collaborate with a longer relationship. It's better for both sides.
It's fun to create examples like a standards manual for a fake college, in this case Medfield. But, working on these courses is hard. If I were a writer I could bang them out, but they take me forever. I obsess over the image assets, "Is that chart clear enough, does it help the viewer understand?" The biggest hurdle was worrying about what others might think. I know someone out there is saying, "Oh that moron, that's not how you handle determining audiences." I had to let that fear go, and just do my best. The two sides of the coin are: being criticized by someone cranky, or helping a designer do better and expand his or her role. My choice is pretty obvious.